5 Community Questions with Lia Haberman

Lia Haberman serves as a digital media and marketing advisor for first-time founders, small to mid-size business teams and entrepreneurial creators. She is also an adjunct instructor of Social Media Marketing and Influencer Marketing at UCLAx and Professional Member Advisor of the American Influencer Council.

?How do you define community?

Community is a group of people bound by similar values, beliefs or interests who gain strength through their connection.

What is your favorite online or offline community? Why?

My favorite communities are online sci-fi or superhero communities — even the ones that I'm not a part of or I don't necessarily relate to. There's something about their connection that's so pure and so strong. I love the fan art, the cosplay, the hunt for easter eggs in every new installment. It's a devotion to something that's bigger than any one individual and watching people find that welcoming space where they can be themselves and let their freak flags fly is awesome.

How has community helped to build your personal brand?

I genuinely believe you need to be a fan favorite to succeed. There are so many products and services fighting for attention, if you don't have those superfans who would do anything for you, it's really hard to gain traction and you end up spending marketing dollars to buy loyalty versus depending on your vocal brand ambassadors.?

What communities are you the most active in?

My job has always been to encourage and enable community so I'm more of a lurker, rather than an active member of any particular community. That being said, I am Lego obsessed, I follow a bunch of creators, I join the online groups, I go to conventions.?

What was your first role related to community-building?

My first community building role was a nightmare but also taught me a lot about toxic communities and the importance of moderation to create a positive space. I worked for E! during the era when they had Hugh Hefner's show, Girls Next Door. I moderated the community boards. As you can imagine, a show about the Playboy founder and his harem of women attracted a lot of quirky people. I was pretty junior and the first 3 weeks of the assignment I was really depressed by the toxic atmosphere but gradually I got to know the people there, I started to have fun with it and, as best I could, engage with community versus just banning and blocking. Even though I was never a fan of the show, I ended up appreciating that it bound these people together.?